Digital Marketing Manager, 2017-2020
Amy's Kitchen & Amy's Drive Thru
Spearheaded digital initiatives (consumer/trade/distributor) and consumer-facing 360 marketing campaigns for Amy's US and Amy's Drive Thru, and interfaced directly with the Owners and Senior Leadership to define concepts and review results.
Owned digital strategy, content calendar, and digital content production process with the goal of strengthening Amy's brand identity while constantly updating strategy to align with the ever-changing digital landscape. Collaborated cross-functionally to launch campaigns across web, social, email, ads, and partnerships.
Recruited and managed a team of 5 (Social Media Coordinator/Digital Content Producer, Paid Media Specialist, Digital Analyst, Social Designer, and Digital Designer). Developed career paths, ensured role clarity, provided support, and drove development of direct reports.
Acted as the primary point of contact for digital agency and vendor partners and determined resource needs in order to execute brand strategies effectively and continually optimize budget spend and performance.
Led Amazon brand page and A+ content refresh as well as website enhancements, releases, and redesigns for Amy’s Kitchen US, Canada, Germany, UK, and India and Amy’s Drive Thru sites through briefing, mapping out timelines, QA and UAT testing, production, and reporting in collaboration with internal stakeholders (Senior Leadership, Consumer Relations, and IT) and external partners (web developers, web analysts, web and Amazon agencies, and software companies).
Utilized syndicated store and consumer panel data as well as Google Analytics and heat mapping software to deliver data-driven recommendations for improving the consumer experience.
Provided thought leadership to co-create and execute omnichannel strategies and increase efficiency and productivity within the marketing department and with cross-functional teams.
Planned annual digital marketing budget to deliver the most efficient spend for maximum impact.
Led cause-marketing campaigns in partnership with Sustainability/Impact, Ag/Sourcing, and PR/Corporate Communications teams, and acted as liaison for organizational partnerships with Only Organic, Environmental Working Group, Rodale Institute, Veganuary, Redwood Empire Food Bank, Earth Island Institute, Hip Hop Is Green, and National Young Farmers Coalition.
Developed the 2020 Shopper Marketing Playbook in collaboration with MarCom, Product Marketing, Creative, and Sales teams.
Advocated for and pioneered the first single source living repository at the company for the Sales team to be able to access and pull the latest marketing collateral needed for trade campaigns, new product launches, and the brand's top product lines.
Aligned digital presence with Amy’s Merchandising, Assortment, Pricing, and Shelving guidelines.
Identified emerging technology opportunities to ensure category leadership.